Insights into the growth of Polish eCommerce

Economy

Poland is home to 37.95 million people with a total GDP of 471.36 billion USD and GDP per capita of 13,454 USD, which is expected to reach 16,734 USD by 2022.

Digital User Insights

There are currently 19.59 million eCommerce users in Poland, who spend $416.71 USD online annually. Four years from now, an expected 20.95 million Polish online shoppers will spend approximately $546.09 USD.

Internet usage

Dividing internet usage into age groups gives a better picture of the Polish eCommerce market – 90% of 16-24 year olds, 92% of 25-34 year-olds and 81% of 35-44 year-olds log on daily. The older generations also log on regularly with 45-54 year-olds and over 55s showing a 79% and 65% daily penetration rate, respectively.

Product Categories

Total Polish eCommerce revenue across all product categories is 8.16 billion USD, and is expected to grow to 11.44 billion USD by 2022. Fashion is currently the leading product category in Poland, accounting for 2.8 billion USD market share, followed by Electronics & Media, which generates 2.01 billion USD in sales.

By 2022, Fashion will still be the most purchased online category, with an estimated value of 3.97 billion USD, and second favorite, Electronics & Media will have an expected worth of 2.65 billion USD.

Logistics

In 2016, Poland was ranked 33rd in the World Bank Logistics ranking.

Preferred Online Payments

46% of Polish shoppers like to pay via bank transfer when shopping online.

Where does Poland buy from?

Germany supplies Poland with 58.9 billion USD in imports – ranging from cars to computers. Poland’s other key import partners are China ($15.1 billion), Italy ($12.4 billion), the Netherlands ($11.2 billion) and the Czech Republic ($9.2 billion).

Internet and Device Usage

Internet penetration in Poland is currently 66.9%, and should reach 69.2% by 2022. Smartphone penetration is a little less (54%), but is projected to grow to 64.1% in the next four years.

95% of online shoppers in Poland buy via desktop, a stark contrast to the amount of smartphone (3%) and tablet (2%) shoppers.

Advertising

In 2015, 320 million USD of Poland’s digital ad spend was spent on display advertising.

Social Media

22.91 million people in Poland are active social network users, thanks to YouTube, Facebook and Messenger, which are the leading social networks.

For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.